The cool thing about these new cards is that they don't need an existing WiFi network at all, even an Ad-Hoc one. They can evidently create their own network:
The Eye-Fi X2 card will create its own Wi-Fi network and transfer to the free iPhone/iPad or Android appI'm actually a bit surprised they are doing this. I always figured that the Ad-Hoc support in the Pro card was one of its main selling points. This blows that away completely. I also hope Shutter Snitch gets support for the new mode, otherwise it's going to be a lot less useful going forward.
It sounds like you'll need a firmware update next week and probably also have to enable the direct mode somehow. I'll try that out as soon as they release the new firmware next week, and try to make sure I put support for it in eyefi-config.